I turn complex tech into stories people actually care about.
I'm a Business student at SFU who loves bringing ideas to life — digging into customer insights, shaping positioning, and helping products go to market with clarity and heart. For me, product marketing is where strategy meets empathy, and that's exactly where I do my best work.
Case Studies
Real projects spanning product positioning, marketing collateral, product development, and affiliate marketing programs.
Affiliate GTM · Positioning
Designed the full affiliate partner experience for Tru Earth's Laundry Eco-Strips — from onboarding messaging to compensation structure and sales enablement materials.
GTM · Sales Enablement
Conducted competitive analysis, wrote white papers translating complex features into buyer-ready narratives, and produced marketing collateral for Careflow Health's 3-module platform.
Product Analysis · Systems Thinking
Led a 5-person team to analyze and redesign an online ticketing system — mapping user journeys, developing technical use cases, and delivering structured recommendations to a project sponsor.
Product Launch · GTM
Led a 5-person team building a sustainable upcycled product from scratch — managed market research, positioning strategy, and launch execution.
Background
Experiences that shaped how I think about products, markets, and the people who use them.
May 2024 – Aug. 2024
Product Management & Marketing Intern
Excelar Technologies · Burnaby, BC
Working primarily on the Careflow Health platform, I gained experience across many PMM functions — researching the competitive landscape, translating technically complex products into buyer-ready narratives, and collaborating with engineering, design, and end users to ensure every message was grounded in real product truth.
Jan. 2024 – Apr. 2024
Project Management Assistant
Provincial Health Services Authority · Vancouver, BC
Working at the intersection of people and process in a large public health organization, I gathered stakeholder input, synthesized priorities into clear project scopes, and kept multiple initiatives aligned across teams. This role sharpened my ability to listen carefully, communicate clearly, and manage complexity without losing sight of the larger goal.
May 2023 – Aug. 2023
Trade and Customs Consultant Intern
KPMG LLP · Vancouver, BC
Got an early look at how global professional services firms operate — supporting client engagements across trade and customs advisory, providing ad-hoc support through data cleaning, and learning to distill complex findings into confident, concise stakeholder presentations.
2023 – Present
BBA — Management Information Systems & Marketing
Beedie School of Business, Simon Fraser University · Expected June 2027
Pursuing a double concentration in Marketing and Management Information Systems + a certificate in Business Analytics and Decision Making. Awarded with the President's Honour Roll, Premier's International Scholarship, and SFU Undergraduate Scholars Entrance Scholarship.
A Little About Me
"Great product marketing starts with deep customer insight and ends with clarity that feels personal."
I got into product marketing because I love the space where psychology, strategy, and storytelling intersect and because I love building products that actually make a difference. I am drawn to the questions that do not have easy answers: Why do people pick one product over another? What makes a message actually stick? How do you reach someone who does not even know they need your product yet?
I have been fortunate to work on products that solve real problems, like Careflow Health, helping clinicians reduce burnout and free up hospital beds, and Artistree and Tru Earth, creating sustainable solutions to tackle waste and make everyday choices better for the planet. Those experiences taught me that great product marketing is not just about clever messaging, it is about understanding the people you are serving, uncovering their real needs, and connecting solutions to meaningful outcomes.
For me, product marketing is where strategy, empathy, and impact come together. I love taking insights from research and data, collaborating across teams, and crafting stories that make products feel like they were built just for the people who need them most.
Studying in MIS + Marketing + Business Analytics: I believe the best solutions come from the intersection of data and people!
Comfortable Working in Diverse Environments: Studied at Yonsei University and Ritsumeikan University
Lover of Languages: Learned German for two years and lived in Japan for 6 months to study Japanese
What I Bring
Built across internships, academic projects, and real product launches — from research and positioning to tools and collaboration.
Open to product marketing internships for Summer & Fall 2026. Always happy to chat about marketing, positioning, or a good case study.
Case Study · Academic and Client Project
Overview
Tru Earth, a sustainable consumer product company, asked my team and I to develop an end-to-end affiliate marketing program for their eco-strips. To support sales conversion rates, this project involved strategically identifying high-value partners, equipping them with necessary tools, and leveraging competitive benchmarking to pinpoint best practices for accurate measures of success.
Working within a tight 3-month time frame, this program required elements ranging from defining recruitment, onboarding materials, engagement strategies, and KPIs for program evaluation.
About the Product
My Role
As the lead for onboarding materials and the project manager, I was responsible for all outbound partner-facing materials, timely deliverables, and client representative communications. From this process, I developed comprehensive one-pagers to onboard affiliates on Tru Earth's products and messaging, then combined all program materials into a comprehensive toolkit PDF package.
Process for Developing Brand-Aligned Materials
Challenges + Key Learnings
Project Management
Wearing both the project manager and onboarding lead hats, I quickly learned how important it is to spot workload gaps early and tackle them before they spiral into larger issues. Some tasks taken on by my team required much more time than initially expected, and at first, members were hesitant to flag delays. I set up a simple version-control system in Google Docs, tracking edits and timestamps — making it much easier to see who was working on what, adjust workloads, and onboard substitute team members with clearer guidance.
This experience taught me how to balance keeping an eye on the big picture while supporting the team day-to-day — and how transparency and open communication can make all the difference in hitting deadlines and keeping everyone aligned.
The Importance of Iteration
Through this project, I learned that frequent iteration and early client feedback are essential for producing usable, aligned deliverables. For example, I had initially adopted "zero-waste" messaging, but quickly found that it did not accurately reflect Tru Earth's sustainability positioning. By involving their client representative early on, I received crucial feedback on wording, branding, and color usage — ensuring all copywriting and design elements matched the brand tone and standards, while regular sign-offs minimized miscommunication and rework.
This experience reinforced my understanding that asking the right questions, engaging the right stakeholders, and iterating frequently are key to delivering high-quality, credible outputs!
Samples of Work
The three documents below were produced as part of this project — click any to download.
Case Study · Co-op Work
Overview
Careflow, a data integration software, was preparing to launch with a hardware partner. In this co-op role, I was tasked with updating the platform's product positioning to clearly highlight Careflow's unique strengths while avoiding overlap with the partner's existing portfolio. The goal was to create messaging that was accurate, compelling, and ready to use across sales, marketing, and customer-facing channels.
My Role
As the product marketing lead for positioning, I owned messaging alignment across all deliverables. I translated competitive research into clear value propositions, developed white papers, updated marketing materials, and collaborated closely with product leads and development teams to ensure messaging emphasized Careflow's differentiators while staying consistent with the brand's core story.
Process for Updating Product Positioning
Challenges + Key Learnings
Balancing General vs. Partner-Specific Messaging
Making sure Careflow's positioning worked both in the broader market and alongside the partner's existing portfolio took careful research, analysis, and iteration. I had to ensure all messaging highlighted Careflow's unique strengths without overlapping or causing confusion, which meant constantly comparing our positioning to competitor and partner products. What I learned was the importance of tailoring messaging for different audiences while keeping a consistent brand story — knowing where to emphasize differentiation and when to adjust language for a specific partner or market.
Simplifying Complex Concepts
At first, the technical jargon in development meetings and the highly complex world of healthcare data technology was tough to follow. To overcome this, I made a point to proactively ask the right team members — engineers, designers, UX specialists — for clarification when needed. Breaking down technical details into clear, customer-focused language allowed me to create white papers and other collateral that communicated Careflow's value effectively for sales enablement and external stakeholders.
Cross-Functional Collaboration
Keeping everyone aligned across teams and stakeholders meant building continuous feedback loops into the process. I shared drafts regularly with product leads and cross-functional teams, iterated based on their feedback, and made sure all messaging — from general-market white papers to partner-specific collateral — was clear, consistent, and accurate. This approach helped reduce miscommunication and ensured our deliverables really reflected Careflow's differentiators.
Samples of Work
The white papers below were produced as part of this project — click any to download.
Case Study · Student Project
Overview
As part of SFU's BUS 362 course, I led a 5-person team through a structured product analysis engagement with SFU Aerospace, simulating real-world product management work on an integrated online ticketing system over a 3-month period.
My Role
I served as team lead and project sponsor liaison — maintaining alignment between our deliverables and the sponsor's expectations. I led user journey mapping across existing system flows, identified feature and UX gaps, developed technical use cases, and presented structured recommendations to the project sponsor at the close of the engagement.
Challenges + Key Learnings
Balancing technical depth with stakeholder accessibility was the core tension. The sponsor needed recommendations grounded in real system constraints, but clearly tied to user outcomes. Managing team pace across 3 months required consistent, proactive communication. I learned that the most valuable analysis isn't cataloguing what exists — it's clearly articulating what's missing and why it matters to the user.
Case Study · Student Project
Overview
Through SFU's Enactus entrepreneurship program, I led a 5-person team building a sustainable upcycled product entirely from scratch — concept, market research, positioning, and launch — within a 6-week window, exceeding profit targets within the first 30 days of sales.
My Role
As product manager, I led the market research process, gathered ongoing customer feedback, iterated on the product based on real input, and designed the full positioning and launch strategy. I coordinated the team across product, marketing, and sales workstreams to deliver on a tight timeline.
Challenges + Key Learnings
Six weeks is not much time to go from idea to paying customer. The challenge was staying disciplined about what mattered most at each stage — not over-engineering the product before validating demand. I learned that speed and customer-centricity are not in conflict: fast iteration loops driven by real feedback are how you build something people actually want. Ship early, listen carefully, and let the market guide you.